When someone finds the real reason why they'll probably end up winning a Nobel Prize or being reviled as one of the worst villains in the history of neuroscience. Or both. (If the first then undoubtedly the second)

Why is because people just join cults. Not all of them, by any means (people or cults, works both ways), but many, possibly most. They join because they almost can't not join. It's deeply ingrained in people, seemingly nearly as deep as the need for food, shelter, and children.

Or, to put it more succinctly... "Just one of those things. Go figure."